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Biz Growth Hacking 2014 04 DE JUNIO 2014

Pol Valls Soler @polvallssoler

Less Budget, More Creativity, More Automation -> Maximize Outp

Growth Hacking

Growth Hacking based on pirate metrics

MAARRRketing for startups

ACQUISITION

Users come to the site; you have their attention

ACTIVATION

User performs some key activity that indicates a good first visit

RETENTION

User continues to do that key activity indicating they like your product

REFERRAL

User gets other users to join

REVENUE

User pays you

AARRR Funnel: Customer Lifecycle / Conversion Behavior

AARRR Funnel: Customer Lifecycle / Conversion Behavior

BLOG EXAMPLE

Acquisition - users come to the site and stay for at least 2 minutes

Activation - user signs up for RSS/newsletter

Retention - user reads at least one post a week or opens the newsletter

Referral - user promotes your blogs contests and drives traffic

Revenue - user buys your ebook

Different landing pages according to traffic source (Search Engines for SEO –> Footer vs Direct Traffic -> No footer)

Groupon ACQUISITION

Caution! Use at your own risk! This is cloaking!

Groupon ACTIVATION & RETENTION

Groupon RETENTION

Groupon REFERRAL Sharing is in Groupon’s DNA

Linkedin ACTIVATION

Gamification example:

Linkedin RETENTION & REFERRAL

Linkedin REVENUE

Linkedin ACQUISITION & REFERRAL

This person passed away about a year ago. For the majority of her life, she ran a small hardware shop and she barely understood email, let alone LinkedIn.

From Linkedin’s People You May Know page…

(NOT THE BEST THING TO DO… people can hate you)

Dropbox ACQUISTION Signup driven homepage:

before after

Dropbox REFERRAL Sharing simplicity and availability on Multiple Devices & Platforms:

Dropbox REFERRAL & REVENUE

Get more space

Dropbox ACQUISTION & REFERRAL Dropbox Great Space Race!

Dropbox REFERRAL & REVENUE

Dropbox growth hack in numbers…

1. September 2008: 100,000 registered users

2. January 2010 (15 months later): 4,000,000

3. Mostly from word-of-mouth and viral:

•35% of daily signups from referral program

•20% from shared folders, other viral features

•Sustained 15-20%+ month-over-month growth since launch

Panda 4.0

Panda 4.0 victim

Panda 4.0 victim

It doesn’t need to be online (initially)

It doesn’t need to be online (initially)

It doesn’t need to be online (initially)

It doesn’t need to be online (initially)

It doesn’t need to be online (initially) - 1 Private domain (forwarded to affiliate link) - made a very easy domain name - $23 - 1,000 copies (cut into 4 = 4,000 flyers) - $40 - 2 custom tshirts - $50 - 2 promo girls ($20/hr each x 4 hrs = 8 hours total) - $160 - 2 accounts on the hook up site (trial) - $10 Total Advertising Cost = $283 Hand out all 4,000 flyers + do some heavy flirting

It doesn’t need to be online (initially) - 1 Private domain (forwarded to affiliate link) - made a very easy domain name - $23 - 1,000 copies (cut into 4 = 4,000 flyers) - $40 - 2 custom tshirts - $50 - 2 promo girls ($20/hr each x 4 hrs = 8 hours total) - $160 - 2 accounts on the hook up site (trial) - $10 Total Advertising Cost = $283 Hand out all 4,000 flyers + do some heavy flirting Got 118 conversions (2,95% conversion rate) -> 118 x $45 payout = $5,310 Revenue - $283 cost

= $5,027 PROFIT!

ACQUISITION: SEO hacks

ACQUISITION

ACQUISITION hack

Caution! Use at your own risk! This is cloaking!

-> ->

ACQUISITION hack

Caution! Use at your own risk! This is cloaking!

-> ->

ACQUISITION hack

Caution! Use at your own risk! This is cloaking!

-> ->

ACQUISITION

1- Setup domain with a WordPress news theme. 2- Hire writers to rewrite news articles for $2 each. (Avoid copying to ensure “journalistic quality”.) 3- Start with 150 back-dated articles to show that the site has some momentum. 4- Setup a nice logo and real phone number. 5- Double check that the site complies with the Google webmaster guidelines. 6- Submit for approval.

ACQUISITION & REFERRAL

From advertising here…

PS: I Love You. Get Your Free Email at Hotmail

ACQUISITION & REFERRAL

To simply writing this footer on each email…

ACQUISITION & REFERRAL

And here are the results:

ACQUISITION & REFERRAL (Through viral content)

ACQUISTION, ACTIVATION, RETENTION & REFERRAL

ACQUISTION, ACTIVATION & RETENTION

Reverse Engineered App Store’s ranking algorithm (approximation)

AppStore Ranking = H + D + R + E + S H = # of installs weighted for the past few hours D = # of installs weighted for the past few days R = Reviews (star rating + number of reviews) E = Engagement (# of times app opened etc.) S = Sales ($)

Luck? AppStore Bot? Dark pattern?

ACQUISITION, REFERRAL & REVENUE

ACQUISITION & PROFIT

REFERRAL

REFERRAL

REFERRAL

REVENUE & PROFIT

REVENUE & PROFIT

REVENUE & PROFIT

REVENUE & PROFIT

Unlock all books is the clear top revenue generator.

REVENUE & PROFIT

The $144,146,165 Button

REVENUE & PROFIT

The $144,146,165 Button

REVENUE & PROFIT The $144,146,165 Button

When cabs were cash only, the average tip was roughly 10%. After the introduction of this system, the tip percentage jumped to 22%. Those

three buttons resulted in $144,146,165 of additional tips per year.

When Growth Hacking Goes Fail Hacking

Path Facebook blocked Path’s “Find Friends” access following spam controversy

Path Path texts your entire phonebook

Glide Same…

Tinder Same…

Rap Genius: No SEO Genius

Rap Genius: No SEO Genius

Rap Genius fell from around 700,000 uniques a day to around 100,000.

Rap Genius: No SEO Genius Google recommends a 4-step approach to fixing the problem:

1. Download a list of links to your site from Webmaster Tools.

2. Check this list for any links that violate our guidelines on linking.

3. For any links that violate our guidelines, contact the webmaster

of that site and ask that they either remove the links or prevent them

from passing PageRank, such as by adding a rel="nofollow" attribute.

4. Use the Disavow links tool in Webmaster Tools to disavow any links

you were unable to get removed.

But they had a MASSIVE problem… so they had to write a scraper to

analyze 178k URLs using concurrency on a Heroku cloud. #NOTBAD

Facebook Fraud

Facebook Fraud

Talleres de Lean Startup

pvalls@technovabarcelona.org

Gracias

@polvallssoler

linkedin.com/in/polvallssoler

slideshare.net/polvallssoler

Reddit for spanglish geeks: http://zumogeek.com/ iOS app for discovering people nearby: http://joinerapp.com/

Moneda Catalana (Catalan Cryptocurrency): http://moneda.cat/ Feel Real Estate Barcelona Property: http://feelrealestate.com/

Co-creator of:

Advising entrepreneurs at La Salle Technova Barcelona